History is littered with pinkies that have never made a profit and lost billions for investors. There aren't many examples of pinkies that have become successful. Usually good business plans find VCs to fund them.
So while some ignore the past at their own peril, I prefer to use the results of CELH since it began and the abysmal success rate of pinkies in general to guide my investing.
The good news is that for those who really do see Celsius turning around, there appears to be plenty of shares at 40 cents.